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Search Engine Optimisation

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10 Feb 10 - Cheltenham Business Advice Open Day - Search engine optimisation …

10 Feb 10 - Cheltenham Business Advice Open Day - Search engine optimisation

A sminar looking at how to put your web site in the top 20 results.

Speaker: Andy Poulton

Published in: Business

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  • 1. 1 Download slides from http://goo.gl/q4Uo Delivering traffic to your website Andy Poulton Business Adviser ICT
  • 2. 2 Download slides from http://goo.gl/q4Uo Making the most of your website Agenda • Introduction • So how big is the internet really? • Search Engine Marketing • What else is there? • Close
  • 3. 3 Download slides from http://goo.gl/q4Uo 0 20 40 60 80 100 120 140 2005 2006 2007 2008 2009 2010 £Bn 20.4 29.8 46.6 64.3 88 121 Source IMRG
  • 4. 4 Download slides from http://goo.gl/q4Uo The 2 most common questions I don’t think my website’s working for me, what can I do? How do I get more people to visit my website?
  • 5. 5 Download slides from http://goo.gl/q4Uo 1 Answer How is your website performing right now?
  • 6. 6 Download slides from http://goo.gl/q4Uo Website performance – what you need to know • How many visitors does your site attract? • What do they do whilst they are there? • How many pages do they look at? • How long do they spend on the site? • How does this compare against the targets set for the site? • How many conversions occur? • Sales • Email contact • Subscription • Calls
  • 7. 7 Download slides from http://goo.gl/q4Uo Typical Web stats
  • 8. 8 Download slides from http://goo.gl/q4Uo www.google.com/analytics
  • 9. 9 Download slides from http://goo.gl/q4Uo Is this better?
  • 10. 10 Download slides from http://goo.gl/q4Uo www.google.com/webmaster
  • 11. 11 Download slides from http://goo.gl/q4Uo Is your business ready? Do you have • Phone systems in place to deal with calls? • People to deal with enquiries? • Stock to deal with uplift in orders? • Logistics in place to deliver on new orders? • Cashflow to meet increased demand?
  • 12. 12 Download slides from http://goo.gl/q4Uo Low conversion % - then let’s look at your site
  • 13. 13 Download slides from http://goo.gl/q4Uo Is your site ready? Is it • Fast to load? • Easy to Navigate? • Loaded with compelling and relevant content?
  • 14. 14 Download slides from http://goo.gl/q4Uo Great conversion % - then let’s look building visitor numbers
  • 15. 15 Download slides from http://goo.gl/q4Uo Search Marketing
  • 16. 16 Download slides from http://goo.gl/q4Uo First - go and register with DMOZ www.dmoz.org
  • 17. 17 Download slides from http://goo.gl/q4Uo 90% of searches conducted on top 4 search engines 1 2 3 4 Google 72% Yahoo 12% Bing 10% Ask 4%
  • 18. 18 Download slides from http://goo.gl/q4Uo Why Optimise your Site?
  • 19. 19 Download slides from http://goo.gl/q4Uo Why Optimise your Site? Fewer than 50% of Google users go beyond page 1 Less than 10% go beyond Page 2
  • 20. 20 Download slides from http://goo.gl/q4Uo Search Engine Optimisation (SEO) • Understanding how your customers are looking for YOU [key words/phrases] • Understanding WHERE the search engines look on your pages • Ensuring the KEY WORDS/PHRASES are available in the places the search engines look The art of making web pages “search engine friendly” On-site Optimisation
  • 21. 21 Download slides from http://goo.gl/q4Uo Search Engine Optimisation (SEO) • Understanding how other factors can INFLUENCE the search engines and how YOU can use these to YOUR advantage The art of making web pages “search engine friendly” Off-site Optimisation
  • 22. 22 Download slides from http://goo.gl/q4Uo What’s the big secret? Do the right things right and get the right results There Isn’t one!
  • 23. 23 Download slides from http://goo.gl/q4Uo Probably the most important content on your web site What’s the big secret?
  • 24. 24 Download slides from http://goo.gl/q4Uo Choosing Keywords • Think like a customer • Think laterally • Brainstorm Keywords • Ask everyone • Search using your keywords and see what appears • Use the free Google keyword tool
  • 25. 25 Download slides from http://goo.gl/q4Uo Where do they go?
  • 26. 26 Download slides from http://goo.gl/q4Uo Where to place Keywords HTML Page Title HTML Title • This is what will be catalogued - about 80 characters • 3 or 4 keywords • Make each page title relevant to each particular page
  • 27. 27 Download slides from http://goo.gl/q4Uo Where to place Keywords Page Content
  • 28. 28 Download slides from http://goo.gl/q4Uo Where to place Keywords Meta Description Tag • Limit to around 150 characters • Use on every page • Customise for each page
  • 29. 29 Download slides from http://goo.gl/q4Uo Where to place Keywords Alternative Attribute – aka Alt Tag • Every Image needs one • Build Keyword Count • Comply with Disability Discrimination Act - Accessibility Perry Marshall – Adwords Expert
  • 30. 30 Download slides from http://goo.gl/q4Uo Where to place Keywords Name files with keywords • HTML page name - www.perrymarshall.com/google/adwords.htm • Images - adwords-expert.jpg • Keywords for Text Links [Anchor Text] - • Header Tags <H1> </H1>
  • 31. 31 Download slides from http://goo.gl/q4Uo Where they go - summary • Page Content • HTML Page Title • Meta Page Description • File / Image Names • ALT Attributes • Navigation Link Anchor Text • URLs
  • 32. 32 Download slides from http://goo.gl/q4Uo What Else Counts? Google will measure your site based on “relevance” • The number of times it is clicked in a search • The number of INCOMING links aka Back-Links
  • 33. 33 Download slides from http://goo.gl/q4Uo Back-Link verification
  • 34. 34 Download slides from http://goo.gl/q4Uo Remember Your web site is for your CLIENTS not the search engines
  • 35. 35 Download slides from http://goo.gl/q4Uo Probably the greatest marketing opportunity known!
  • 36. 36 Download slides from http://goo.gl/q4Uo PPC Results
  • 37. 37 Download slides from http://goo.gl/q4Uo Pay per Click aka PPC, Adwords, Sponsored Links Google Adwords 25 characters max Check out Google Advertising 35 characters max Get Started Today 35 Characters max www.google.co.uk Home page URL www.google.co.uk/adwords Where the click lands
  • 38. 38 Download slides from http://goo.gl/q4Uo Pay per Click – How it works 1st ad on page Bid 30p per click Pay 1p
  • 39. 39 Download slides from http://goo.gl/q4Uo Pay per Click – How it works 1st ad on page Bid 30p per click Pay 3p 2nd ad on page Bid 20p per click Pay 1p
  • 40. 40 Download slides from http://goo.gl/q4Uo Pay per Click – How it works 1st ad on page Bid 30p per click Pay 3p 2nd ad on page Bid 20p per click Pay 1p 3rd ad on page Bid 50p per click Pay 5p
  • 41. 41 Download slides from http://goo.gl/q4Uo The genius that is CTR CTR = Click Through Ratio = the % of Clicks against Impressions Impressions (number of time your ad is displayed) Clicks (number of times your ad is clicked on) 1% is so-so to OK 2% is OK 3% and above is doing well
  • 42. 42 Download slides from http://goo.gl/q4Uo Pay per Click – How it works CTR 1.5% 1.5 x 30p = 45 Pay 3p CTR 3% 3 x bid 20p = 60 Pay 1p CTR 1% 1 x bid 50p = 50 Pay 5p The impact of Quality Score 1st ad 2nd ad
  • 43. 43 Download slides from http://goo.gl/q4Uo So how can we improve the CTR?
  • 44. 44 Download slides from http://goo.gl/q4Uo Pay per Click – Champion & Challenger 53% 1085 22,849 4.75% 47% 476 20,262 2.35% % served Clicks Impr. CTR
  • 45. 45 Download slides from http://goo.gl/q4Uo What else is there?
  • 46. 46 Download slides from http://goo.gl/q4Uo Email Marketing
  • 47. 47 Download slides from http://goo.gl/q4Uo
  • 48. 48 Download slides from http://goo.gl/q4Uo
  • 49. 49 Download slides from http://goo.gl/q4Uo Business Networks
  • 50. 50 Download slides from http://goo.gl/q4Uo TWITTER
  • 51. 51 Download slides from http://goo.gl/q4Uo
  • 52. 52 Download slides from http://goo.gl/q4Uo Resources • Google Webmaster Resources • Search Engine Watch – everything you need to know about SEO • SeoMoz – SEO information and resources • Google Keyword Tool – choose relevant keywords • Drayton Bird – Direct Marketing genius • Perry Marshall – FREE Google Adwords course • Cardell Media – Marketing Guru, loads of FREE stuff! • Bruce Clay – More excellent SEO information
  • 53. 53 Download slides from http://goo.gl/q4Uo Andy Poulton Business Link M: 07966 547146 E: andy.poulton@businesslinksw.co.uk http://www.businesslink.gov.uk/southwest/eventspresentations

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